Well, I think a lot of the self-mutilation stuff is a cry for attention; I don't mean that in a condescending way. They want people to notice how "in pain" they are. A sort of emergency flare for being rescued emotionally. Maybe all they wanted was for someone to acknowledge them, or to initiate an emotional purge because they weren't sure of how to/didn't want to bring up their issues themselves. Of course I'm not saying that this is absolute, there are ALWAYS exceptions to every scenario.
Then, there are always the "hurts so good" people. I think that their brains are wired differently, not necessarily good or bad, just different. I think that that route is more for personal pleasure rather than attention. And as long as they aren't causing any serious harm to themselves or anyone else, how bad they want it to hurt is their business lol.
In regard to the former, I think professional help is a good idea. Not saying they need to be locked away in a psych ward or anything, but it may really help to have someone help them interpret their more negative feelings in a healthy manner. Others may need more intensive medical attention.
I suppose everyone has their quirks and crisis. I guess that each should be addressed accordingly. Just my opinion.